India’s GCCs are powering global AdTech. But who owns the future?

For years, India’s Global Capability Centres occupied an unusual position within the global advertising ecosystem. They were undoubtedly important. Certainly useful. But glamorous? Rarely. If cities like New York, London and San Francisco were viewed as the centres where advertising strategy, product innovation and vision were created, India was often perceived as the place where dashboards were managed, reports processed, QA executed, and broken campaigns quietly fixed at 2 am.